文档介绍：山西财经大学
硕士学位论文
网络营销道德、顾客抱怨与顾客忠诚度关系研究
姓名:田立学
申请学位级别:硕士
专业:企业管理
指导教师:邰苎
2011-03-15
摘要
由于传统零售业的竞争已经达到了白热化的程度,随着网络经济的发展,
一些商家抓住了网络这一平台,进军电子商务市场领域。但由于互联网的隐蔽
性和虚拟性等本身所拥有的一些特性,使得企业的网上行为突破了传统道德的
规范,出现一些新的道德问题。由于消费者的安全意识和维权意识在逐步提高,
他们对网络营销中的道德要求越来越高,这时候对于顾客抱怨的处理就显得比
过去重要的多,但本研究发现,即使顾客的抱怨得到有效的处理,也不能使顾
客完全忠诚。淘宝网是中国最大的 C2C 网站,因此本文以淘宝网顾客为样本进
行实证分析。
本文将网络营销道德失范与顾客抱怨之间的关系用问卷的调查结果及文字
进行定性说明,二者之间是正相关的关系;将妥善的顾客抱怨处理与顾客忠诚
之间的关系用结构方程模型进行验证,从而证明:( 1)顾客抱怨处理与认知性
忠诚是正相关的关系;( 2)顾客抱怨处理与情感性忠诚是负相关的关系;( 3)
顾客抱怨处理与意向性忠诚是正相关的关系;( 4)顾客抱怨处理与行为性忠诚
是负相关的关系。由于模型的需要,本文在验证的过程中又增加了三对关系的
验证,即(1)认知性忠诚与情感性忠诚的关系;( 2)认知性忠诚与意向性忠诚
的关系;( 3)意向性忠诚与行为性忠诚的关系。
由于文章篇幅的限制和资料的短缺,本文将重点放在后面七个关系的验证
上。根据研究结论,网络营销道德失范对顾客抱怨有直接影响,对顾客的忠诚
度有重要影响,对网络营销有现实意义。

【关键词】网络营销道德顾客抱怨抱怨处理顾客忠诚

3
Since petition between traditional retailers was at a white hit, work economy has
leapt forward in recent years. With this new platform merce, some businessmen have
expanded their presence in E-marketplace. But there appear some brand new moral problems in this
platform when some enterprises break the traditional moral principles and norms, because
is characterized by concealment and virtuality. However, the consciousness of security and legal
rights safeguarding among customers is improving gradually and the ethics in online marketing has
to meet more strict demands. In view of this, it’s more important than ever to treat plaints
promptly. But this research demonstrates that even if plaints have been treated efficiently, it
not guaranteed totally loyalty. This paper is supported by empirical analysis on the customers from
China’s biggest C to C website-Tao Bao.
This paper explains the positive correlation between ethics loss in online marketing and
plaint through results of questionnaires in words. Moreover, the relation between
the plaints treatment properly and the customer loyalty is verified with structure
equation model, the results are as follows: (1) Treatment